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Article: Spanish-Speaking Hispanics Embrace Online Video

Spanish-Speaking Hispanics Embrace Online Video
http://juantornoe.blogs.com/hispanictrending/2011/03/spanish-speaking-hispanics-embrace-online-video.html

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Article: How Many Hispanics? Comparing Census Counts and Census Estimates

How Many Hispanics? Comparing Census Counts and Census Estimates
http://pewhispanic.org/reports/report.php?ReportID=139

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Which Social Sites Are Best for Which Marketing Outcomes? [INFOGRAPHIC]

Which Social Sites Are Best for Which Marketing Outcomes? [INFOGRAPHIC].

 

The CMO's guide to The Social Media Landscape

 

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Sirius XM: Hispanics are Valuable Digital Targets | Satellite Radio Playground

Hispanics are more likely to adopt online trends quickly compared to the general population. Forty-six percent of online Hispanics are under 35. One third of Hispanics access the internet through smartphones versus only 20% of the general market.

More than eight in 10 Hispanic adults use a cell phone, and Hispanics are more likely than other population segments to use text messaging.

These and other facts emerging in recent research about Hispanic digital media users are making them an increasingly valuable target for media outlets and advertisers alike.

Here are the most recent facts that have emerged:

>> Population: There are 50 million Hispanics living the U.S. That’s nearly one in six U.S. residents who are Hispanic. Los Angeles county is expected to be home to the largest Hispanic population in the U.S.—exceeding that of Costa Rica. (U.S. Census, 2010)

more via Sirius XM (NASDAQ:SIRI): Hispanics are Valuable Digital Targets | Satellite Radio Playground.

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Google’s Hispanic Strategy Focused on Cultural Identity

Google’s approach to the U.S. Hispanic market is centered more on the cultural identity of Latinos than on the difference in language.

This is the strategy designed by Mark Lopez, the head of Google’s U.S. Hispanic unit, who from his new offices in Miami is trying to significantly increase the amount of advertising directed toward U.S. digital media in Spanish.

“Of the Hispanic media’s $4 billion in income from advertising, barely 3 percent is going to digital media. In the coming years, there will be accelerated growth,” Lopez told Efe.

Lopez, who was the chief operations officer at Terra Networks USA before joining Google, is the person in charge of putting into practice a new strategy based “on an imaginative and creative view.”

“There’s a cultural differentiation in consumption of media. The segmentation of the language is not enough and we must fully enter into the Hispanic world’s digital market (although) we don’t yet understand how it works,” Lopez said.

More via Latin American Herald Tribune – Google’s Hispanic Strategy Focused on Cultural Identity.

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For young Latinos, language is fluid and often situational

5 Important Things to Know About Young Latinos

Great post by friends over @ Mercury Mambo below.  Beehive has been working with companies like Relativity, Pantelion Studios, Shasta and more to target multi-generational Latinos.  While starting to target ‘in-language’ (in Spanish) is a good start, you also need an English language Latino strategy as well to spark relevance in the total household.

As the fastest growing demographic in the U.S., young Hispanics are increasingly important to marketers. Because of the bicultural world that they are born and raised in, communicating with them isn’t about language, it requires cultural relevance and a keen understanding of who these kids and young adults are.

Here are 5 key things to consider when talking to this audience.

1. Latinos are the new mainstream

In 2009, Hispanics constituted 16 percent of the nation’s total population. What is even more interesting, is that Hispanics comprised 22 percent of children younger than 18 and, according to the U.S. Census Bureau, one in four Americans will be Hispanic by 2050. While today the U.S. foreign born Hispanics dominate the 18-34 age group, young Hispanics age 0-17 are mostly 2nd or 3rd generation Hispanics. This means that the majority of Hispanics under the age 18 grew up speaking English and language alone is not an effective strategy for reaching this market.

2. Young American Latinos love being bicultural

Being bicultural is part of their core cultural identity. The line between Hispanic and general market is increasingly blurred, they embrace being American while at the same time love their Latino heritage. They watch both English and Spanish language TV and their iPods are filled with both mainstream English artists like Lady Gaga, as well as Spanish artists like Winsin & Yandel.

3. Language is fluid and often situational

Language is an important link for young Hispanics to family, food and culture. While the overwhelming majority of them speak English, their Spanish often keeps them connected to their family, culture and friends. It’s common to speak English only at work or in school, and then go home and speak only Spanish.

4. Young Hispanics are always connected

Internet connectivity and being online is essential to the lives of young Hispanics – both at home and on the go. They love to chat and communicate with friends and family, spend time on social media sites such as Facebook, share photos, shop, watch videos, and listen to music.

5. Language, identity and culture are important

Spanish is not only used to communicate, it’s used to connect. For some young Latinos, communicating in Spanish is yet another way they identify with other Latinos. Their identity and culture is a mix of American life and their Latino roots and tend to stress shared activities, common interests, connectedness. This is strongest in connection with their family, which always comes before self.

When you’re speaking to young Hispanics remember, it’s not about language, it’s about cultural relevance.

Source: Cup o’ Mambo

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Limitless trailer starring Bradley Cooper and Robert DeNiro en Español

Beehive is proud to present Relativity’s LIMITLESS spots en Español.

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Hispanics at the Movies: Hollywood Misses una Oportunidad

Very good article here about the prospect of Latinos at the Movies.  Here are some highlights, but grab the entire article at the link below.

Here’s why Hollywood wants the market: The Hispanic demographic is enormous. The Pew Hispanic Center estimates there are 48.4 million Hispanics in the United States, compared to about 37.2 million African Americans.

Most important for the studios, Hispanics go to the movies more than any other ethnic group. A recent Motion Picture Association of America report showed that in 2009, Hispanic moviegoers bought 300 million tickets — seeing more than eight movies per year on average. 

On top of that, Latinos are nearly twice as likely as the total adult population to see a movie on opening weekend and are, on average, 10 years younger than the population as a whole, making them prime movie consumers.

FOOD FOR THOUGHT: What would happen if there was an even more concerted effort to target this growing audience?  If the laws of general communications hold true here, Latinos will turn out in even greater numbers if the marketing shows up where they are, if they feel like the marketing is actually speaking to them, if they relate to the themes, if they can see themselves (or aspects of the person they want to be) in the content.

A large percentage of any movie’s gross comes out of the top 10 media markets because the majority of the population is in those markets,” Valdez said. “Those are all heavily Latino markets, and when you look at the top markets, the 18-to-34 demographic, Latinos are often more than 50 percent of that demographic.”

TAKEAWAY:  Smaller films, and films in markets past the top 10 should target Latinos in an intentional way to boost their chances at a bigger opening weekend. Films should ABSOLUTELY target Latinos for better chances at a big opening, which tends to drive the overall performance of ticket sales.

One of the reasons the demographic is difficult to reach is, it’s too big to be a monolithic group. Venezuelans, Cubans and Mexicans, for example, don’t necesarilly have anything other than a language in common.

Julio Caro, a former business partner of Jennifer Lopez and producer of 2006’s “El Cantante,” told TheWrap that U.S. Hispanics — second, third and fourth generation Americans — are untapped as a niche market.

And the niche is not the big Hollywood blockbuster, he insisted. “Latinos go to those anyway. You don’t need to make a Spanish ‘Spider-Man.’ But there is a huge opportunity to essentially mirror what Miramax and New Line did in the ’70s, ’80s and ’90s but for the Latino market.”

ACTION POINT:  You don’t need a Hispanic theme to justify targeting Latinos. You simply have to market to them where they are!  Advertising, PR, social strategies and in-culture creative can all give movies an edge over others that haven’t figured this out yet.

OK.  So how do you get started?  Well, this happens to be what Beehive specializes in.  We assist in getting a film’s marketing to Latinos (in-language, in-culture, in-context) to help drive box office results.  One of our secrets revolves around social, the secret weapon in penetrating the Latino long-tail.  More on that when we speak. 🙂

Hispanics at the Movies: Hollywood Misses un Opportunidad | TheWrap.com.

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Article: Univision Chief: We’ll Be the Top U.S. TV Network Within 5 Years in Any Language

Univision Chief: We’ll Be the Top U.S. TV Network Within 5 Years in Any Language
http://www.thewrap.com/media/column-post/univision-chief-top-us-tv-network-within-5-years-any-language-25007

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